Duct Tape Marketing Consultant NetworkBGI Foundation How to Create The Marketing Hourglass(Customer Journey)

Foun

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Software Company Marketing Foundation

Establish Access to Completion (A2C) message

Tom Shaver A2C thought leadership

Build Audience awareness with Higher Ed stakeholders

Build Audience Development function

Integrate Audience, Sales and Service

Strategy

Awareness Discovery Evaluating Contracting Implementation Support/RenewConverging

Journey/Hourglass/CRM

Audience Sales Service

Content PlanCMS

Editorial CalendarWordPress Site Marketing Automation

Marketing automation /campaigns

Lead Gen Campaign Plan

Social Plan

Marketing Calendar

Key Performance Indicators

Strategy Discovery Process

The Marketing Hourglass

57% of a typical purchase decision is made before a customer even talks to a supplier.

Source: CEB

53% of those surveyed claimed that the sales experience itself was one of the greatest contributing factors in continued loyalty to the brand.

Source: CEB

The future of marketing is less about demand creation and more about organizing behavior.

Relationship – Profit - Outcome

The Marketing and Sales Hourglass

Google Universal Analytics/KISS Metrics/Mixpanel

The Marketing HourglassTM

© Duct Tape Marketing – all rights reserved

• Message, ads, referrals, networking, earned mediaKnow

• Website, blog content, social media, podcast, articles, toolsLike

• SEO, webinars, marketing materials, white papers, self-serveTrust

• Workshops, evaluations, demo, DIY training, starter, freemiumTry

• Service team, new customer kitBuy• Post project review, cross selling,

customer eventsRepeat• Champion events, partner intros,

peer2peer roundtablesRefer

1. Map experience2. Audit content3. Consider partners4. Create metrics5. CRM – Automation6. Questions and Goals Journey Map7. Build the Hourglass

Hourglass building

Map customer touchpoints• Marketing• Sales• Enrollment• Service• Education• Follow-up• Finance

• Point of view• Useful• Consistent• Authentic• U vs. V

Content audit

• Marketing partners• Joint ventures• Coopetition• Vendor/supplier

Strategic relationships

Hourglass Journey Map

• Customer Goals• Customer Touchpoints• Customer Questions• Projects

Reverse engineer touchpoints• 90 days• 45 days• At purchase• Trial• Nurture• Trust• Awareness

The Marketing Hourglass

Buying Behaviors Know Like Trust Try

CustomerTouchPoints

Customer Questions

Customer Goals

1.Scheduling; automate management of central room calendar

Customer Expectations

Customer Experience Journey

2. Capacity; expand campus enrollment capacity

3. Efficiency; improve classroom utilization

4. Efficiency; improve allocation of faculty

5. Student success ; align schedules with student needs

What is possible for our industry. How does student friendly

scheduling play into student success initiatives?

What are leading institutions doing to improve outcomes?

To know what everyone else is doing: best practices, study options, outcomes data

Find information and resources that help educate and prepare for new project.

Ideas to Improve

Mobilizing faculty to support productive change

Debunking the iron triangle myth Getting industry to understand that

scheduling is a student service that impacts student outcomes and success.

Objective readiness assesssment_ have survey available on access to completion.

Readiness caluculator available Partnerships that create synergy with

existing systems

Adherence to sales process and system

ROI calculators Custom services and or project scope

depending on client readiness/need

1. Events – conferences, client panels, Ed presentations

2. Outreach to state leaders - Grayling

3. Cold calling4. Social Media/LI/Twitter

(promote blogs and related articles)

5. Mining stakeholders

Recommendations

Is scheduling the right priority for us now?

Is Ad Astra the right Partner ?

What is possible for our institution? How do I mobilize my faculty? How do I know if we are ready for

change?

1. Stakeholder map2. Mining stakeholders3. Webinars4. White papers5. Case studies 6. Tailored demonstrations – ed

briefings7. Interviewing, conversations –

create ORD document

1. Webinars- soundbites of solutions

2. Custom presentation 3. Proposal document4. Client readiness packet5. Review ORD/ROI

1. Can be restricted during RFP process

2. Organic stakeholder engagement-unique, custom ways to get in front of prospect

3. Assessment Score – could start in Discovery go through evaluating and converging

Determine that ad astra is the right partnerDetermine that scheduling is the right priority now.

What is the timing can we move forward now. Do we have enough resources?

How are we going to resource this project?

What are our business goals related to this project?

How do we measure success? Who are the senior stakeholders?

1) How will people learn about our value proposition?2) What will make them want to know more?3) What will lead them to give us permission to share our story?4) How can we offer proof that they can get the result they desire?5) How can we make the buying experience fun, effective and convenient?6) What can we do to measure and ensure our customer gets the result they expected and more?7) What will lead every customer to talk about us to their friends, neighbors and colleagues?

The Hourglass questions

Your Hourglass